Trying to stay in Control
Tweeter, the home entertainment retailer with 153 stores now in 23 states, has a new slogan, a raison d’etre reminiscent of the Clinton campaign’s “It’s the economy, stupid.” Printed in bright colors on a display stand showcasing a Crestron control panel in the middle of Tweeter’s latest remodeled store, the motto reads, “It’s All About Control.”
Over 3,000 Tweeter employees are hoping that slogan rings true with the modern consumer, and the Tweeter management is betting the shop on it. After some financially challenging years, the chain is hoping to publicly position itself as the source of affordable home automation products and installation services, targeting not only the very rich, but a middle-class shopper who walks in looking for an HDTV and leaves with a reasonably priced home control system from manufacturers like Control 4.
“We can put people in control for well under $10,000,” says Joe McGuire, Tweeter president and CEO, recently on site at a new concept store in Wilmington, Del. “Our salespeople used to take comfort in product knowledge, but now we’re integrating lifestyle into the sales experience, an experience which can last for years because control is infinitely expandable.”